The challenge
The emergence of today’s demanding consumers puts new requirements and expectations on the TV and media experience. There are three specific areas that influence a consumer’s service experience: great content, flexibility, and a high-quality overall experience.
The traditional TV and media offering, with standard channels product, is challenged by consumers. Half of consumers that watch traditional TV say they can’t find anything to watch on a daily basis. So, there is a need for on-demand platforms to pleasantly surprise consumers. Today 59,3% of consumers watch online video content and 17,1% watch streamed online TV program, either live or not (catch up), from TV stations.
The STAR of Central Greece TV channel, one of the most well-known regional range TV channels, rapidly respond to changing consumer habits and work with MPASS, since 2015 to develop a video on demand application for smart TVs and mobile phone users, aligned with current market trends.
The Solution
MPASS in cooperation with the teams of Star of Central Greece TV channel designed and developed a Smart TV app, which is now available on Samsung Smart TV platforms, LG Smart TV platforms and Smart Phones with android and iOS operational systems.
The application features live connectivity to Star’s live TV and Radio broadcast at any time and also access to videos on demand and Star’s TV shows. As a result, TV audience can watch TV Star channel even if it is not broadcasted in their region. In addition, TV spectators can watch through the app their favorite TV shows they have missed, receive all the latest regional or national news at any time and follow all the updates on their favorite sports team of central Greece.
With the MPASS solution the Star of Central Greece TV channel manages to:
Position itself as an innovator among the rest regional and local TV channels. The STAR of Central Greece TV channel wins the 1st place “BEST IN TV” award, in the Regional Media Awards 2019 and at the same event the Smart TV and mobile phone Apps are awarded, too.
Meet consumer expectations and increase customer experience, acknowledged the consumers’ high interest in a TV media offering that combines standard channels and on-demand selections.
Expand their TV audience as the channel’s content can be viewed nationally and not only locally, creating potential for higher advertising income.
Results
TV Audience welcomed the new Star Smart TV app and the Smart Phone Apps on android and iOS devices. With MPASS’s help, more than 4148 users downloaded the STAR TV Smart Phone app on android devices and 1460 users downloaded the app on iOS devices, and the application content met their expectations according to their feedback.
